{"id":102945,"date":"2025-11-20T01:03:26","date_gmt":"2025-11-20T01:03:26","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/11\/20\/after-last-years-super-bowl-lava-flow-hersheys-is-cooling-its-heels-for-2026\/"},"modified":"2025-11-20T01:04:24","modified_gmt":"2025-11-20T01:04:24","slug":"after-last-years-super-bowl-lava-flow-hersheys-is-cooling-its-heels-for-2026","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/11\/20\/after-last-years-super-bowl-lava-flow-hersheys-is-cooling-its-heels-for-2026\/","title":{"rendered":"After Last Year’s Super Bowl Lava Flow, Hershey’s is Cooling Its Heels for 2026"},"content":{"rendered":"

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On December 4, 2024, an exuberant Hershey Firm introduced that \u201cReese\u2019s is back, baby!<\/a>\u201d The confectionary large was referring to its 2025 Tremendous Bowl spot for the Reese\u2019s Chocolate Lava Huge Cup, which adopted up on its 2024 advert for the Caramel Huge Cup.<\/p>\n

Effectively, hear up, child: Reese\u2019s received\u2019t <\/em>be again for Tremendous Bowl LX.<\/p>\n

Hershey\u2019s company confirmed that it’ll sit out the massive recreation in February, regardless of having a constant presence of late.<\/p>\n

\u201cAfter taking part within the large recreation for the previous two years, we\u2019re taking a distinct strategic strategy this yr\u2014one which continues to prioritize cultural relevance and connecting with customers in additional focused, significant moments,\u201d VP of shopper connections Vinny Ronaldo instructed ADWEEK. \u201cWe’ve got thrilling plans forward and look ahead to sharing extra particulars later in 2026.\u201d<\/p>\n

Huge product bulletins drove Hershey\u2019s final two Tremendous Bowl efforts\u2014first, the debut of Reese\u2019s Caramel Huge Cup, a souped-up model of Reese\u2019s Peanut Butter Cups with Caramel, which first appeared in 2003. <\/p>\n

The Caramel Huge Cup added a slab of caramel to the traditional Peanut Butter Cup, a mainstay of the sweet aisle since 1928. (Hershey\u2019s acquired Reese\u2019s in 1963.) The 2024 Super Bowl ad<\/a> featured loyal followers objecting to the corporate toying with the Peanut Butter Cup recipe\u2014till they came upon that caramel was concerned.<\/p>\n

In 2025, Hershey\u2019s upped the ante with a Tremendous Bowl spot titled \u201cDon\u2019t Eat Lava<\/a>,\u201d a plug for Reese\u2019s Chocolate Lava Huge Cup, rolled out in August of 2024. The 30-second advert featured Reese\u2019s followers frantic for a style of the brand new sweet mistaking its \u201cdecadent molten chocolatey layer that oozes with each chunk\u201d for precise lava, throwing themselves within the path of a volcanic eruption.<\/p>\n

Powerful instances for chocolate<\/strong><\/h4>\n

Whereas it\u2019s not clear precisely why Hershey\u2019s is skipping the Tremendous Bowl in 2026, it\u2019s all too apparent\u2014whether or not associated or not\u2014that 2025 has been powerful time to be in chocolate enterprise.<\/p>\n

In accordance with a July 2025 analysis<\/a> by supply-chain administration platform Tradlinx, tariffs slapped on cocoa imported from international locations together with Ghana and Ecuador weighted Hershey down with $100 million in quarterly prices\u2014which \u201cmelted Hershey\u2019s margins.\u201d Within the firm\u2019s second-quarter earnings name on July 30, Hershey CFO Steven Voskuil mentioned that tariffs would price the corporate as a lot as $170 million.\u00a0<\/p>\n

Earlier than that decision, Hershey had introduced on July 22 that it will elevate costs by \u201clow double digits,\u201d although it cited rising cocoa prices from exporting international locations like Ivory Coast and Ghana\u2014not tariffs\u2014as the explanation.<\/p>\n

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Happily for the corporate\u2014and, by extension, followers of Reese\u2019s\u2014President Trump signed an executive order<\/a> on November 14 that may exempt agricultural commodities together with espresso, tea, and cocoa from the administration\u2019s reciprocal tariffs introduced in April. In an announcement Hershey mentioned it was \u201cpleased<\/a>\u201d by the information.<\/p>\n

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Regardless of it being the biggest maker of chocolate snacks in America, Hershey\u2014whose manufacturers embrace Equipment Kat, Mounds, Skor, and Reese\u2019s\u2014has been solely an occasional advertiser within the Tremendous Bowl.<\/p>\n

The $37 billion confectionary model made its Tremendous Bowl debut in 2008, with an for Ice Breakers gum, starring Carmen Electra. Hershey didn\u2019t use the sport to promote any manufacturers in its chocolate portfolio till 2020, when it used a 30-second spot<\/a> to spur curiosity in its Take5 sweet bar, which had been not too long ago rebranded as Reese\u2019s Take5.<\/p>\n<\/div>\n